Children’s Panadol launches ‘The things we do for kids’ creative platform via The Works

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Screen Shot 2015-07-21 at 8.25.15 am.jpgKeeping children healthy and happy is a full time job and now Children’s Panadol is celebrating the at times chaotic, unpolished and unairbrushed delight that is real-parenting in a new digital creative platform developed by The Works.

 

The independent Sydney agency worked closely with YouTube and Rightster to find real-life clips of kids being kids and parents going to great lengths to keep them entertained for the campaign called ‘The things we do for kids’.

The Works’ strategy team undertook a comprehensive review of all Children’s Panadol data and identified a number of important insights that fuelled the creative direction of the digital platform, which since launch last week has achieved more than two million views across Facebook and YouTube.

 

The video, of differing lengths, will be optimised to see which performs best and run as pre-rolls across various channels, with retargeting used to deliver more focussed messages to parents.

 

A specially commissioned song called ‘Tell me why’ was also written by UK-based music producers Phonotheque to accompany the video.

 

Says Paul Swann, creative partner at The Works: “We’ve produced a campaign that any parent will find eminently relatable. You can’t believably recreate the lengths parents go to in looking after their kids so we scoured the web to unearth the everyday unscripted moments that take place in families which gives it real authenticity and humour.”

 

Says Andy Pilkington, creative strategy director at The Works: “This is a great example of data informing strategy which then drives a creative outcome. Children’s Panadol came to us with a business objective and from looking at the available data we developed ‘The things we do for kids’ platform.”

 

This is the first major campaign produced by The Works following its appointment to manage digital duties across the Panadol portfolio of products in May.

 

The Works:

Creative Partner: Paul Swann

Creative Strategy Director: Andy Pilkington

Digital Strategy Director: Damien Hughes

Creative Lead: Nathan Bilton and Guy Patrick

Digital Art Director: Leighton Edridge

Creative Design Lead: Chris Dwyer

Head of Digital Production: Dave Flanagan

Creative Project Leader: Leigh Bigelow

Creative Project Manager: Catriona Heapy

Content Production Manager: Tristan Drummond

Social Media Strategist: Vanessa Hartley

 

GSK:

Digital Acceleration Lea:, Sharon Parker

Senior Brand Manager Children’s Panadol: Charrisa King

 

Clip Sourcing: Rightster

Music: Peter Mauder, Phonotheuqe

Media Agency: Maxus